Advertising device



Oct. 15, 1929.

W. R. WILSON ADVERTISING DEVICE Filed Aug. 51, 1925 1 1 Is I DAIRYPRODUCTS:

CEREALS & FLOURS:

Flour e CDNDIMENTS'.

Pickles .HEIN Vinegarv Salad Dressm \Vorcestershire Pepgier, SpiceFlavoring Ext Cheese KRA Butter, Eggs. Milk, Cream.

.WELCH'S .COCA-COLA.

Soups Kipperecl Herring .MARSHALL Cod Fish. .GORTON'S ROBBlNS SHREDDEDWH'T BS Molasses SUGARS & SYRUPS:

BRER RABBIT SOAPS, CLEANSERS, ETCJ Tulle: Soap. .PALM OLIVE FRESH MEATS:S

Ham WIFT Bacon .SWII'T Beef Lamb. Veal.

Sausage Prunes Beans. Cucumbers.

Stewed Pears Pm Cold saw Salad Eggn Toast 0mm Wafer; Boiled Drean'na /5'my Ten of mm Melon (SEE OTHER SIDE FOR RECIPE) COMMODITY BRAIYI)ABILDUNT COMMoDlfIY BRAND I MOUNT BEVERAGES: FATS & OILS: lca LADCooking m-n-MAlfll-A... Cofi'ee MAXWELL uousa olwmargnrineumw LUCocoa-Chocolate BAKER'S Lard Ginger Ale... ,CLlCQUOT CLUIL. Nut f ruANHEUSER-BUSCH. f lm 8 7 Sugar, 5 Syrup..........MARY JANE. I

Peaches Oranges Apricots.

Carrots Turnips. Tomatoes. Cabbage I! you have friend: or rel-elven whomyou name and ldflrels to The STAR,

ATTORNEY MC? whee...

INVEN'I'OR Patented Oct. 15, 1929 WILBE R. WILSON, 0F DECATUR, :GEORGIAADVERTISING DEVICE I Application filed August 31, 1925-. Serial No.53,683.

This invention relates to advertising devices and has for its principalobject the provision of means for putting the name or trademark of anadvertiser into the mind of the 5 ultimate consumer at the time he orshe is making the purchase or at the psychological moment when theconsumer is making up his or her mind as to what shall be bought, thismoment, as specifically set forth in the folo lowing description, beingthe time the house- Wife is making up her marketing list.

A further object of the invention is the provision of a carefullyarranged series of sheets each for a single day, arranged in pads of one5 month each, the cards having thereon informationso handy and useful asto be retained by the housewife and used in telephoning her orders forgroceries, such sheets having sandwiched thereon between the amount of acom- 0 modity to be ordered and the name of that commodity, thebrand-name, trade-mark, or firm name of the advertiser, so that theadvertisement shall be most efiicacious, the brand being necessarilypresent in the mind 5 of the housewife as she gives the order as shecannot possibly read off the name of the ingredient and the amountrequired without seeing the preferred brand as a suggestion.

' The great producers who yearly spend huge 0 sums in advertising theirproducts are no longer satisfied to have great displays irre spective ofthe relative time of display or the chance of retention of theadvertisement in the mind of the buyer at the time of making the nextpurchase but are demanding that the display be shown asinear as possibleto the place of completing the desire for purchase. The psychology ofadvertising has become an intense study and it is fully realized thatthe best medium is one that it not too conspicuous but one which byconstant repetition will cause retention in the mind of the brand to becalled for, particularly when the advertisement carries no idea oflimitation to that brand but merely a suggestion that the brandspecified is slightly better or more advantageous.

In the present invention I have sought to make use of these knownprinciples and to provide a housewife with an object most useful to herparticularly because she'is under no obligation whatever to buy a singleone of the brands listed, the thought being that by constantly seeingthe brand names and particularly so at the time of ordering she willactually favor the listed brands.

The drawing shows the'face of a blank embodying my invention.

On the face of the blank as shown, at the top, I give a menu whichcovers three meals,

for example, breakfast 10, luncheon or supper 11, and dinner 12, thesemenus giving a balanced ration for the entire day and are worked out inthe usual manner taking into consideration the geographical location ofthe place where the blanks are to be used; the food values andavailability of the different commodities, economy and the appetizingnature of the products. The menus will naturally vary very materiallythruout the year and to some extent will vary quite materially with thelatitude or other geographical char- I list a number of differentingredients in thevertical column 16 headed Commodity and horizontallyfrom the difierent'ingredients in a vertical column 17 Irprovide spacesin which are'to be inserted the amount of the different commodityrequired or ay'notation that that ingredient needsto be orderedl Inaconvenient place in close proximity-to the-amount of'space andpreferably to the commodity name as well, I arrange a column 18 which Ihave labeled Brand and this column I believe, will find its greatest'advantage if, sandwichedin between the coinmodity and the amountas insuch manner it will be impossible to read off for example, that 5 poundsof coffee are required without seeing the advertising "words MaxwellHouse which is positioned between the amount and the name of the goods,i. e., coffee.

As shown the listings are in two separate columns divided by a doublerule 20 but ohviously there can be more than two divisions and inisomecases I prefer to have but-a single column while in other cases I preferthat the columns shall run horizontally instead of vertically in whichcase the brandwill be directly beneath the commodity and the amountwill' be beneath that.

Under the general menu 12 in the upper right hand corner of the face ofthe blankas first item will be found ,hamburger steak with tomato sauceand under the recipe 22 will be found a complete instruction for :themaking of this dish, including of course, the amountof the differentcommodities required. In general the experienced housewife will merelycheck the ingredient required without giving the actual amount needed.but young housekeepers will find it convenient to enter figures in theamount column 17. In the recipe I much prefer not to repeat the preferred trade-name or brands as the atmose phere of usefulness issometimes clouded when a trademame is iniected into the menu itself,often thru a mistaken fear thatthe insertion carries an ideaoflimitation to that brand, and as this is something that vit is muchdesired to avoid I therefore keep the recipe 22 scrupulously free fromsuggested brand purchases.

Obviously the invention is not to be limited to groceries as it is wellsuited to "the advertising of other very different commodities changingthe face of the blank to suit but not altering the principle of theinvention. For example, if one is to advertise radio products, the menuwould be replaced by a hook-up and in the amount column shown as blankinthe preferred form, the various quantities required would'be printed in,as in this case it could be readily assumed that the purchasers kept nostock at-all, differing in this respect from the housewife who alwaysseeks to keep a reasonable supplyof everything on hand.

hat Iiclaim isz I 1. In an advertisingdevice, a-blank order form havingthereon a vertical list of commodities and in horizontal-relation witheach commodity an appropriately designated blank spacesuitable forchecking; that the commodity is required or to show how much of thecommodity isneeded, and having between the name of the commodity and-theblank space an appropriate trade-mark name to suggestwhat brandtopurchase.

2. In an advertising device, ablank order form havingthereon an .alinedlist of articles which may be purchased or replenished at irregularintervals, ablank space appropriately. designated. to receive. inproximity to the name of each article, the amount of that article may beincluded in making the next order or purchase, and an alined list ofsuggested brands between the article list and the blank space, eachbrand name being so placed as to separate the name of any article fromthe amount of that article desired, whereby the name and amount of anarticle cannot be read off to give the order without simultaneouslyreading the suggested brand.

3. In .an advertising device, a blank having a list of articles, a blankcolumn desig :nated for filling inthe number or quantity of the severalarticles desired, and adjacent each article name, the trade-name of achosen ad vertiser selling such article. I lntestimony whereof I afii-Xany signature.

ZWI BiE R. W-LDSQ

